Tribe

Tracking

If you are a plane spotter, you can track inbound/outbound flights using an app like Flightradar24. You can see all the relevant information about the aircraft type, destination, speed, altitude, and estimated route online. But you miss the sensation of sitting in a seat as the plane approaches a runway for landing. The noises emitted by deploying the flaps, the landing gear being lowered, the engines varying thrust patterns, the hush of the passenger cabin just before touch-down, and the phenomena of controlled flight.

When we support an enterprise, we are often relegated to flight-tracking mode. We can read the annual reports, review strategic plans, and glance at periodic emails. The majority of our interactions might be fleeting check-ins. We experience the virtual reality version of the in-flight paradigm when we attend a program or visit a site. We get closer to sitting in a passenger seat when we serve on the board or volunteer. The juxtaposition of tracking an organization versus being involved in executing the vision and mission is significant.

How might we provide context for our supporters who are in flight-tracking mode? How might we give the occasional test flight for those interested? Who might we recognize that we have a limited number of seats on the plane and want to populate them with those we serve and a team committed to the voyage?

Selling to Accountants or Drivers

If we sell a car to an accountant, we might focus on the vehicle’s efficiency, cost per mile to operate, and return on investment. If we sell the car to a driving enthusiast, it may be better to concentrate on the driver experience, emotions of sitting in the car, and the story the driver can tell.

When we talk about our work with others, we do not need to sell to ourselves. Rather, it represents an opportunity to share a narrative with the audience that provides them with a chance to engage with the work. How might we find points of confluence that combine the listener’s story with our work? The authentic merging of two narratives allows another player to join the quest.

Specialty

I doubt many museums like this one exist in the Rhone-Alpes, France. It is unique and specialized. If this topic interests us, we will find a route to visit when we are in the region. If we are the specialists, we are afforded more latitude regarding location, hours, amenities, and posted reviews by those not closely connected at the super fan level. This is for a very select group. If you know, you know.

Fragments from the Road

Unless a person joins you on the trail, it is tough to recreate all we experience en route. We cannot easily replicate the moments of doubt, the dirt and grimness pressing into our skin, the awe of an unexpected vista, the frustration of missing a trail junction, and the exuberance of a tailwind and friendly grade. Our photos, videos, and narratives might capture a snapshot but do not augment reality. The most compelling way we gain a comprehension of the terrain is if we join the expedition. Thru-hikers embed themselves and accumulate experiences that add exponential depth and dimension.

The highest likelihood of supporting somebody’s understanding of the work that matters is to join the adventure and walk a section of the trail.

Big Bet versus Little Bets

Super Bowl betting is in progress. There are numerous strategies and options. One big question, do you make one big bet, on say the outcome of the game? Or, do you make a bunch of smaller prop bets on first team to score, first turnover, length of the national anthem? Big bet keeps us engaged because of the risk. The small bets keep us focused on the details throughout the game.

The same is true with setting strategies. Make one big bet to fundamentally change education or eradicate a disease. We can go all in with our resources and attention. Or, make a series of smaller investments in pilot programs and beta-testing. They may end-up with similar results but how they are viewed might depend on our organization’s culture. If we value adventure and risk taking, the big bet might fill a need. If we value personal interactions, the micro-bets might allow us to travel alongside with those that we are serving.

Big bets get headlines at the start. Little bets take time to build a track record but might build a movement. No right or wrong, just our best sense on which type of bet is required to perform the work that matters.

On the Fireplace Mantle

There is a limit to how many personal objects we can place in the spotlight. The question becomes, which ones are special enough to get the coveted position and which are relegated to the periphery? If we want to know who comprises our inner circle, think about our center stage location. Who occupies this space with us in our real and/or virtual world? That is our inner circle.

Riding for the Brand

Which brand do you ride for? Is it clearly printed on your materials or hidden in a secret location?

What does the brand stand for? Is it consistent with our organization’s values? Does it bring forth emotion and a nod of understanding?

Do people line-up to join the cause or does it divide? What is the brand’s intention? What is the story everyone tells?

Different Purpose

Viewed from the base, a ski area has a specific layout. Observed from above, and the terrain appears different. Ski areas are designed for skiers, however they can provide interest even for those who are not skiing.

Perhaps it is worth remembering that not everyone who benefits from our organization comes through the front door. Many a cathedral has been celebrated from the outside without engaging in the religious ecosystem that flourishes inside.

AMA (Ask Me Anything)

If you have stumbled across the front page of Reddit you are likely to see an AMA (Ask Me Anything) as one of the highest rated posts.  Usually an AMA is put forward by a celebrity or someone with name recognition.  Occasionally the individual has a unique skill or experience.  An AMA is often a shout into the wind and sometimes the conversation catches fire.

What if we allowed our respective tribes to ask us anything?  It is a simple proposition, we offer our time and authentic answers in exchange for questions from those who want to know more about us.  Frequently we script our message.  We send out talking points in advance of big events.  Email blasts backed with social media campaigns.  What if we went off-script?  What would be the value of a conversation driven by our fans?  Would we be willing to take requests from the audience for one-night?  At the end of the Q&A, how might our relationship with those that matter be transformed?